Deck 4: Creativity and the Business Idea

Question 1

The focus group is an excellent method for initially screening ideas and concepts.

Answer 1

True

Question 2

Brainwriting is a written form of brainstorming.

Answer 2

True

Question 3

Creativity tends to decrease with age.

Answer 3

True

Question 4

Like the focus group,problem inventory analysis focuses on specific problems in a general product category.

Question 5

The Gordon method,like most other methods,begins with group members not knowing the exact nature of the problem.

Question 6

In reverse brainstorming the focus is on all the things that are right about an idea.

Question 7

Trends often provide one of the greatest opportunities for starting a new venture.

Question 8

The drawback with problem inventory analysis is that it cannot be used to test a new product idea.

Question 9

Developing a new idea through a chain of word associations is known as the checklist method.

Question 10

Members of the distribution channel are usually good sources of ideas for new products.

Question 11

Pierre Omidyar came up with the idea for eBay.

Question 12

Forced relationships is a method of forcing confrontations in focus groups.

Question 13

In the checklist method,a new idea is developed through a list of related issues or suggestions.

Question 14

Focus groups have been used for a variety of purposes since the 1920's.

Question 15

Brainstorming is an unstructured process used for generating possible ideas about a problem within a limited time frame through the spontaneous contributions of participants.

Question 16

Focus groups consist of 15 to 25 participants who are asked specific objective functions.

Question 17

The files of the U.S.Patent Office are kept confidential and entrepreneurs cannot study their contents.

Question 18

Clean energy and organic foods are current market trends.

Question 19

The collective notebook method involves members recording their ideas at least once a day for about a week.

Question 20

The largest source of new ideas is the U.S.Patent Office.

Question 21

In parameter analysis a new idea is developed through a list of related issues or suggestions.

Question 22

Only the test marketing phase of product planning provides actual sales results to judge the product's customer appeal.

Question 23

Total U.S.e-commerce spending grew by 12% from 2010-2011.

Question 24

Nanotechnology would be classified as a breakthrough technology.

Question 25

One evaluation method successfully used in the concept stage is the systematic market evaluation checklist.

Question 26

The product life cycle consists of five main stages.

Question 27

New products may be classified from the viewpoint of either the consumer or the firm.

Question 28

In the product development stage,consumer reaction to the physical product/service is determined.

Question 29

When a firm classifies a new product the two key factors used are market and technology newness.

Question 30

The big-dream approach requires the entrepreneur to dream about the problem and its solution,thinking big.

Question 31

Using the big-dream approach,a new idea is developed through a list of related issues or suggestions.

Question 32

Attribute listing is an idea-finding technique that requires the entrepreneur to list the attributes of an item or problem and then look at each from a variety of viewpoints.

Question 33

When evaluating new product development,the criteria should be exclusive and subjective.

Question 34

Creative synthesis is closely connected to the technique of parameter analysis.

Question 35

The entrepreneur should always design and build his own webpage to maintain strategic control.

Question 36

In the test market stage of product planning,the refined product idea is tested to determine customer acceptance.

Question 37

Discontinuous innovations have the least disrupting influence on established consumption patterns.

Question 38

In the concept stage,the refined idea is tested to determine consumer acceptance.

Question 39

The product Spanx is an example of an ordinary innovation.

Question 40

The entrepreneur's ability to recognize a business opportunity is a result of his or her knowledge and experience.

Question 41

Patents filed with the U.S.Patent Office:

A)are not disclosed to the public.
B)are the property of the U.S.Government.
C)frequently suggest other new products.
D)are only accessible to public limited companies.

Question 42

_____ is not desirable when brainstorming is in process.

A)"Freewheeling"
B)Idea combination and improvement
C)Generating a large quantity of ideas
D)Criticism

Question 43

In this method,instead of generating new ideas themselves,consumers are provided with a list of problems in a general product category.What method is the author referring to here?

A)Reverse brainstorming
B)Problem inventory analysis
C)Brainstorming
D)Focus groups

Question 44

Brainstorming groups should:

A)contain an expert in the field to be discussed.
B)be serious and work-oriented.
C)try to generate as many ideas as possible.
D)encourage criticism of ideas from other participants in the group.

Question 45

Reverse brainstorming is much like brainstorming except that:

A)criticism is not allowed.
B)the technique is based on finding solutions.
C)the group need not be careful to maintain good morale.
D)the process usually involves identification of everything wrong with an idea.

Question 46

An online company's front-end operations involve integration of customer orders with distribution channels.

Question 47

Using electronic databases to track customer information violates federal laws regarding individual privacy.

Question 48

Which of the following problem-solving techniques begins with group members not knowing the exact nature of the problem?

A)Parameter analysis
B)Matrix charting
C)The Gordon method
D)Free association

Question 49

The Occupational Safety and Health Act (OSHA)mandated that first-aid kits be available in business establishments employing more than three people.A newly formed company was successful in developing first-aid kits that allowed companies to comply with the standards of the act.This is an example of:

A)distribution channels as an excellent source for new ideas.
B)existing products and services as a source for new ideas.
C)potential consumers as a source for new ideas.
D)government regulations as a source for new product ideas.

Question 50

In the ________ method a new idea is developed through a list of related issues or suggestions.

A)Gordon
B)checklist
C)collective notebook
D)matrix charting

Question 51

Which of the following creative methods involves having participants write down their ideas several times a day?

A)Collective notebook method
B)Parameter analysis
C)Brainstorming
D)Forced relationship

Question 52

This problem-solving method requires the entrepreneur to list the properties of an item or problem and then look at each from a variety of viewpoints.

A)Value analysis
B)Attribute listing
C)Brainwriting
D)Big-dream approach

Question 53

Trends for the next decade include all of the following except:

A)Green products
B)New age music
C)Clean energy
D)Health Maintenance

Question 54

Probably the most well known and widely used technique for creative problem solving is:

A)brainstorming.
B)focus groups.
C)forced relationships.
D)scientific methoD.

Question 55

The largest source of new product ideas is:

A)the U.S.Patent Office.
B)the entrepreneur's research and development.
C)customers.
D)the federal government.

Question 56

Creativity declines with

A)training and tradition.
B)education and work experience.
C)age,education and lack of use.
D)mental health and work experience.

Question 57

Every website should have search capabilities.

Question 58

Which of the following statements is true?

A)Customers form the largest source of new ideas for entrepreneurs.
B)While members of the distribution channel may be willing to provide new ideas for entrepreneurs,they may not help market them.
C)The Federal Government is not a source of new ideas since the patent information they collect is confidential.
D)Potential entreprenuers should establish a formal method for monitoring and evaluating competitive products and services on the market.

Question 59

Focus groups use which of the following methods?

A)A moderator leads the group in an open,in-depth discussion.
B)A moderator asks each individual in the group questions,interview style.
C)Each participant fills out a questionnaire,followed by individual exit interviews.
D)Each participant obtains new ideas and solutions by focusing on problems.

Question 60

In the ________ method,a word is written down,then another,creating a chain of ideas.

A)reverse brainstorming
B)matrix charting
C)heuristic
D)free association

Question 61

Which of the following was not discussed in the text as a breakthrough innovation?

A)The airplane
B)The Internet
C)Spanx
D)Penicillin

Question 62

In which stage of the product planning and development process would it be appropriate to give product samples to a panel of potential customers?

A)Idea stage
B)Concept stage
C)Product development stage
D)Commercialization stage

Question 63

E-commerce in the U.S.grew by ____ between 2010 and 2011.

A)10%
B)11%
C)12%
D)13%

Question 64

In what stage would you use the systematic market evaluation checklist?

A)Idea stage
B)Concept stage
C)Product development stage
D)Commercialization stage

Question 65

What type of innovation is illustrated by the ideas of the airplane and penicillin?

A)ordinary innovation
B)continuous innovation
C)technological innovation
D)breakthrough innovation

Question 66

Continuous innovations are described as:

A)having the least disrupting influence on established consumption patterns.
B)having some disruptive influence on established consumption patterns.
C)having no disruptive influence on established consumption patterns.
D)having to establish new consumption patterns due to the creation of a previously unknown product.

Question 67

Parameter analysis consists of two main aspects which are:

A)creative synthesis and parameter identification.
B)breakthrough innovation and forced association.
C)attribute listing and parameter identification.
D)parameter variation and verification.

Question 68

Which of the following is defined as having some disruptive influence on established consumption patterns?

A)Continuous Innovations
B)Dynamically Continuous Innovations
C)Discontinuous Innovations
D)Breakthrough Innovations

Question 69

Orders and sensitive information should be transferred:

A)through credit card companies.
B)by banner ads.
C)over secure servers.
D)through open telephone lines.

Question 70

The stage in the product planning and development process in which actual sales results are available is the:

A)idea stage.
B)concept stage.
C)product development stage.
D)test marketing stage.

Question 71

What area of e-commerce experienced the third largest increase in sales,17%,from 2010-2011?

A)Digital content and subscriptions
B)Events tickets
C)Consumer Electronics
D)Jewelry and watches

Question 72

Which area of e-commerce experienced the largest increase in sales from 2010-2011?

A)Digital content and subscriptions
B)Events tickets
C)Consumer Electronics
D)Jewelry and watches

Question 73

Total internet spending was roughly _____ billion in 2011.

A)150
B)200
C)250
D)300

Question 74

The _______ is defined as the stages each product goes through from introduction to decline.

A)entrepreneurial decision making process
B)test marketing process
C)product planning and development process
D)product life cycle

Question 75

How many stages are in the product planning and development process?

A)Two
B)Three
C)Four
D)Five

Question 76

In the idea stage of the product planning and development process:

A)conversational interviewing is used.
B)product samples are given out.
C)systematic market evaluation is used.
D)multiple brand comparison is useD.

Question 77

The opportunity recognition process contains all of the following except:

A)work experience
B)reformation
C)entrepreneurial alertness
D)networks

Question 78

Creative synthesis is an important aspect of the _________ method of creative problem solving.

A)brainwriting
B)forced association
C)attribute listing
D)parameter analysis

Question 79

This problem-solving method involves developing new ideas by thinking without constraints.

A)Value analysis
B)Attribute listing
C)Big-dream approach
D)Brainwriting

Question 80

In what stage would it be most beneficial to use conversational interviews?

A)Idea stage
B)Concept stage
C)Product development stage
D)Commercialization stage